Missing Bake-Off? Diageo wants to see Great British Shake-Off

Gabriella Griffith
Millions tuned in to watch Great British Bake-Off (Source: Getty)
Bemoaning the end of Great British Bake-Off? Well if Diageo has anything to do with it we could all be watching the Great British Shake-Off soon, replacing cakes with boozy cocktails.

“If we can have a programme that millions of people tune into to watch people bake cakes, why can’t we have a programme where people come and make drinks? I could absolutely see that as the future,” Richard Barlow, customer marketing director GB, told marketing website The Drum.

If Diageo were to get behind a drinks-based TV show, it wouldn’t be its first foray into telly. The brand filmed the Diageo Reserve World Class mixology competition and aired it on the Food Channel last year. Team Diageo was keen to stress it wouldn’t be adding TV producer to the drinks giant’s resume, saying it wouldn’t make the shows itself.

“I don’t know if we would produce it but we would be very keen for brands turning up on TV in an interesting way, creating interesting drinks and telling stories,” said Nick Temperley, head of reserve brands GB.

Before you get too excited though Diageo told The Capitalist the concept is not something it is actively working on. It’s a shame – Mel and Sue probably need something to do in between seasons.

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